However, the General Court annulled the decision, finding that the Guerlain lipstick shape was uncommon for a lipstick and differed from other lipsticks in the market, with the Guerlain lipstick having a boat hull shape, as opposed to cylindrical and parallelepiped lipsticks. The Guerlain lipstick also had a small oval embossed shape on it which contributed to its uncommon appearance, and the shape of it rendered it uncapable of being placed upright, which added to the uniqueness of the shape.
As such, the General Court found that the shape would be easily memorable and perceived to differ from what is considered to be normal and customary shapes for lipsticks.
In New Zealand and Australia, the filing of evidence of use to show acquired distinctiveness – to show that a 3D shape is memorable and capable of acting as unique badge of origin – will be required to support the registration of 3D shape marks.
If you would like to discuss your unique shape, please contact us.
Article written by Ingrid Seegers, July 2021